Heinz's 'Irrational Love' platform, their first global masterbrand initiative, showcases exaggerated consumer devotion, leading to a recorded 12% global sales increase, emphasizing impactful storytelling.
Megan Lang, global head of brand communications, highlights the campaign's success since its launch, stating it set a foundation for deeper fan engagement and brand storytelling.
The new ad campaigns, produced by Wieden + Kennedy, showcase humorous scenarios of consumers going to great lengths for Heinz, ultimately reinforcing brand loyalty and performance.
The launch includes exciting platforms like TikTok, YouTube, and Snapchat for widespread engagement, while also profiling Heinz employees to showcase internal brand affinity.
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